E63011818 /East of England evidence profile
East of England evidence profile
Billericay digital planning profile
Billericay is a medium, non-coastal built-up area in East of England. ONS records show a 2021 population of 34,068; the population remained comparatively stable between 2001 and 2021, while the 2015 to 2024 employment series shows a modest employment contraction. This profile turns those public observations into a reviewable website-planning brief without claiming that the figures measure searches, leads or Mosalio's physical presence.
01 / Data snapshot
What the reviewed source records
- BUA24 code
- E63011818
- ITL1 region
- East of England
- Coastal
- Non-coastal
- Income-deprivation flag
- Lower deprivation
02 / Context
Three comparisons, with the benchmark stated
7.2% below the 11.2% median across complete England records in this ONS file.
8.3% below the 0% dataset median.
24.3% below the 224.1% dataset median.
These medians use every complete England record accepted from the same ONS file. They are descriptive context, not targets, forecasts or a national demand model.
03 / Distinctive pattern
Where this record sits within 936 complete England profiles
Upper quartile · percentile position 88.2 of 100.
Lower quartile · percentile position 18.5 of 100.
Lower quartile · percentile position 24.1 of 100.
These are the three values furthest from the middle percentile position for this record. A higher position means a higher published value, not a better outcome or evidence of search demand.
Evidence fingerprint: sha256:d67ac42a741…8c6dbf4b7c81
04 / Constrained peers
Three named comparisons from the same reviewed source
Each peer is selected from all 936complete England records using the documented eight-metric distance. Deltas are Billericay minus the named peer; a plus sign means the value recorded for Billericay is higher.
Regional peer
Wickford · E63011853
East of England. Nearest complete record in East of England. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- +6,535 people
- Population change, 2001 to 2021
- -7.7 pp
- Economic inactivity
- +2.4 pp
- Employment change, 2015 to 2024
- -8.3 pp
- 2023 median house price
- +£60,000
- House-price growth, 2001 to 2023
- -12.2 pp
- Population aged under 25
- -0.3 pp
- Population aged 65 or over
- +2.2 pp
Classification peer
West Byfleet, Sheerwater and New Haw · E63012440
South East. Nearest complete record outside East of England with the same ONS combined classification. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- +2,836 people
- Population change, 2001 to 2021
- -3.6 pp
- Economic inactivity
- +0.3 pp
- Employment change, 2015 to 2024
- +0.8 pp
- 2023 median house price
- -£165,000
- House-price growth, 2001 to 2023
- -19.1 pp
- Population aged under 25
- -1.2 pp
- Population aged 65 or over
- +0.7 pp
National peer
Tadworth and Epsom Downs · E63012534
South East. Nearest remaining complete England record. ONS classification: Nearer - Lower deprivation - Mixed.
- 2021 population
- +6,973 people
- Population change, 2001 to 2021
- -2.2 pp
- Economic inactivity
- +0.8 pp
- Employment change, 2015 to 2024
- -8.3 pp
- 2023 median house price
- -£185,000
- House-price growth, 2001 to 2023
- +10.7 pp
- Population aged under 25
- -0.9 pp
- Population aged 65 or over
- +0.4 pp
05 / Evidence synthesis
Billericay evidence synthesis: 2023 median house price, Employment change, 2015 to 2024, Population change, 2001 to 2021
Billericay is recorded as a medium, non-coastal, mixed built-up area, nearer to a major town or city. This classification sets a transparent frame for the three observations below; it is not a persona, a service-area promise or proof of local search demand. Each finding pairs one distinctive percentile measure with one independently selected peer and one explicit validation route.
Eight-metric evidence matrix
The matrix shows every measure used by the peer-distance method, not only the three most distinctive values. Direction describes the published value relative to the middle percentile position; it is not a positive or negative judgement.
Highest-to-lowest percentile order: 2023 median house price → 2021 population → Population aged 65 or over → Population aged under 25 → Economic inactivity → House-price growth, 2001 to 2023 → Population change, 2001 to 2021 → Employment change, 2015 to 2024.
Furthest-to-nearest distance from the middle percentile: 2023 median house price → Employment change, 2015 to 2024 → Population change, 2001 to 2021 → 2021 population → House-price growth, 2001 to 2023 → Population aged 65 or over → Economic inactivity → Population aged under 25.
Regional peer
2023 median house price: £425,000 · Wickford delta +£60,000
The reviewed record positions Billericay at percentile 88.2 for 2023 median house price; its published value is £425,000 and its band is upper quartile. Using Wickford as the regional peer, the profile-minus-peer delta is +£60,000; the peer was selected because nearest complete record in east of england. For planning, document the observation beside pricing clarity, qualification steps and expectation setting and require comprehension tests using the organisation's real offer and fees before treating the idea as an accepted requirement. No user or market conclusion follows automatically; a median house price is not a household affordability measure.
Classification peer
Employment change, 2015 to 2024: -8.3% · West Byfleet, Sheerwater and New Haw delta +0.8 pp
Employment change, 2015 to 2024 is one of Billericay's three furthest-from-middle observations: -8.3%, percentile 18.5, lower quartile. For a bounded comparison rather than a national average, West Byfleet, Sheerwater and New Haw supplies the classification reference; Billericay is +0.8 pp from it on the displayed scale. Its practical use is to frame—not answer—a question about the separation of employer, worker and customer journeys; the next evidence should come from journey interviews plus measured form and contact outcomes. This remains contextual evidence—employment change does not prove commercial search intent.
National peer
Population change, 2001 to 2021: 4% · Tadworth and Epsom Downs delta -2.2 pp
Billericay's population change, 2001 to 2021 is 4%, a lower quartile result at percentile 24.1 among 936 complete England records. Against Tadworth and Epsom Downs's reviewed national record, the displayed delta is -2.2 pp. That comparator comes from the documented rule: nearest remaining complete england record. A defensible brief can turn the pair into a verification task for update cadence, ownership and change-ready content models, using dated user research and a documented content-review cycle before changing the information architecture. The responsible interpretation stops short of intent: historic population change is neither a forecast nor a lead estimate.
Billericay's evidence pattern combines the medium, non-coastal, mixed built-up area, nearer to a major town or city frame with three percentile observations and peer-specific deltas. That combination can make discovery more precise, but it cannot establish what residents want or whether a service has local demand. Decisions should remain reversible until direct research or measured website behaviour confirms them.
06 / Evidence interpretation
Planning signals before design decisions
Population context: 34,068 people in 2021
Billericay's recorded population changed from 32,761 in 2001 to 34,068 in 2021 (+4%). This historical direction can inform content governance and capacity planning, but it is not a forecast and does not establish demand for a particular service.
Audience context: 21.8% aged 65 or over
The 2021 age-group series records 6,466 people aged 0 to 15, 2,863 aged 16 to 24, 17,319 aged 25 to 64 and 7,431 aged 65 or over. Small differences from the headline population reflect the published source series; percentages here use the age-group total and should guide testing questions, not stereotypes.
Activity context: 38.6% economically inactive
ONS records economic inactivity at 38.6%. The published composition includes 27.4% retired, 1.7% long-term sick or disabled, 3.4% students and 4.5% looking after home or family. These categories support inclusive task design; they do not identify individual users or purchasing intent.
Economic context: £425,000 median house price in 2023
The median house-price series moved from £141,750 in 2001 to £457,500 in 2021 and £425,000 in 2023, a published change of +199.8%. It is contextual evidence only—not a current affordability, revenue or customer-value estimate.
07 / Independent question set
Questions this evidence cannot answer on its own
These questions convert the profile-specific observations into falsifiable discovery work. They are not recommendations to create a service, location or page, and each needs direct user or behavioural evidence before it changes a website brief.
- 01
What evidence would show that the 2023 median house price contrast between Billericay and Wickford should alter pricing clarity, qualification steps and expectation setting, rather than remain background context?
Evidence basis: £425,000, upper quartile, with Billericay minus the regional peer equal to +£60,000. Validation route: comprehension tests using the organisation's real offer and fees.
- 02
Before prioritising the separation of employer, worker and customer journeys, which part of journey interviews plus measured form and contact outcomes would verify whether this employment change, 2015 to 2024 observation matters to users in Billericay?
Evidence basis: -8.3%, lower quartile, with Billericay minus the classification peer equal to +0.8 pp. Validation route: journey interviews plus measured form and contact outcomes.
- 03
Where should the team record uncertainty when using Billericay's population change, 2001 to 2021 value and the Tadworth and Epsom Downs comparison to discuss update cadence, ownership and change-ready content models?
The prompt combines one distinctive metric with the named national comparator selected by the eight-metric method. It does not treat either record as search, lead or customer evidence.
- 04
For Billericay's medium, non-coastal, mixed built-up area, nearer to a major town or city classification, how should 2023 median house price, employment change, 2015 to 2024, population change, 2001 to 2021 be tested as separate website hypotheses without turning the combined pattern into a claim about local demand?
Cross-check all three named comparisons—Wickford, West Byfleet, Sheerwater and New Haw, Tadworth and Epsom Downs—and define a user-research or behavioural measure for each question before changing navigation, page scope or conversion paths. The observations share one source but do not demonstrate causation.
08 / Practical brief
Website-planning recommendations for this evidence pattern
- 01
Design for mixed local intent
Billericay has a mixed job-density classification. The information architecture should distinguish business, resident and visitor tasks where the organisation actually serves them, while sharing one evidence library so claims remain consistent across journeys.
- 02
Differentiate from the nearby major centre
Billericay is nearer to a major town or city. Use specific offer boundaries, proof and response expectations to explain why the organisation is relevant; do not rely on a place-name heading or create a doorway that simply redirects users to a national service page.
- 03
Build a broad, task-led accessibility baseline
50.8% of the recorded 2021 age-group total is aged 25 to 64, with meaningful younger and older groups also present. Organise content by task, test keyboard and mobile use, and avoid designing around one assumed demographic persona.
- 04
Prioritise clarity before catalogue expansion
Billericay recorded +4% population change from 2001 to 2021 and -8.3% employment change from 2015 to 2024. Start with the few journeys that can be maintained well, instrument meaningful outcomes and expand only when verified questions or search data show a separate need.
09 / Method and limits
What this profile can—and cannot—support
This is a Mosalio editorial interpretation of the ONS May 2026 dataset for BUA24 code E63011818. The source periods differ by metric; values are historical, not live. The profile deliberately excludes ONS experimental visitor-to-resident fields and makes no claim about search volume, rankings, customers, a Mosalio office or physical delivery in Billericay.
Mosalio does not claim an office, staff member, customer, or physical-delivery presence in Billericay.
Source: Office for National Statistics, Understanding towns in England and Wales, investigating socioeconomic trends, released . This Mosalio interpretation was first published on and last reviewed on .
Contains public sector information licensed under the Open Government Licence v3.0.
How this page was made: Mosalio applies one documented, deterministic transform to the validated ONS record, calculates the displayed comparisons, and renders the result from source-controlled data. It is an automated public-data resource, not individually commissioned local market research. A portfolio-level editorial-value review checks every profile's source identity, distinctive metrics, peer evidence, synthesis and planning questions before index eligibility can be enabled.
Analysis basis: Midrank percentile across all accepted England records; a higher percentile means a higher published value, not a better outcome. Root-mean-square Euclidean distance across eight clipped robust z-scores; population and 2023 house price are log-transformed before median/MAD scaling.